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Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firms

Hasan Dinçer (The School of Business, Istanbul Medipol University, Istanbul, Turkey)
Tuba Bozaykut-Buk (The School of Business, Istanbul Medipol University, Istanbul, Turkey)
Şenol Emir (The Department of Economics, İstanbul University, İstanbul, Turkey)
Serhat Yuksel (The School of Business, Istanbul Medipol University, Istanbul, Turkey)
Nicholas Ashill (Department of Marketing and Information Systems, American University of Sharjah, Sharjah, United Arab Emirates)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 12 August 2019

Issue publication date: 21 April 2020

Abstract

Purpose

The purpose of this paper is to present a multidimensional evaluation of brand equity performance incorporating dimensions adopted from the balance scorecard (BSC) approach to business performance.

Design/methodology/approach

In this study, text mining is used for automatic extraction of valuable information from textual data such as the financial reports of firms. Instead of expert opinions, linguistic scales built upon outcomes of text mining are used as inputs for decision-making. The proposed model combines fuzzy DEMATEL (FDEMATEL), fuzzy ANP (FANP), fuzzy TOPSIS (FTOPSIS) and fuzzy VIKOR (FVIKOR) methods for weighting criteria and ranking alternatives.

Findings

Using data from five privatized firms in Turkey, the study’s findings demonstrate that the customer is the most important dimension of brand equity performance evaluation. Cash flow and brand loyalty are identified as the most important criteria in the measurement of brand equity performance.

Practical implications

Findings highlight the importance of firms taking action to increase consumer perceptions, attitudes and behaviors in the privatization processes. For this purpose, privatized firms need to understand the expectations of customers to increase customer satisfaction and loyalty and therefore improve brand equity.

Originality/value

The paper contributes to literature in several important ways. First, by adopting the BSC approach, it proposes a holistic and a multidimensional model for measuring brand equity performance. Second, the study offers a novel methodology using a hybrid multi-criteria decision-making model designed for the fuzzy environment. Third, the study uses the knowledge extraction tool of text mining in the fuzzy decision-making process. Finally, the study evaluates the brand equity performance of privatized firms in an emerging country context.

Keywords

Citation

Dinçer, H., Bozaykut-Buk, T., Emir, Ş., Yuksel, S. and Ashill, N. (2020), "Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firms", Journal of Product & Brand Management, Vol. 29 No. 3, pp. 335-354. https://doi.org/10.1108/JPBM-09-2018-2037

Publisher

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Emerald Publishing Limited

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